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Borrowing from The Matrix

20 May 2011

It’s normally the domain of film studios or ad production companies.

But now scenes like The Matrix’s iconic ‘bullet’ sequence, where Keanu Reeve's character is shot at and looks suspended in motion while the camera zooms around him, are being used by the corporate production and events businesses.

Communications agency Imagination has created a new Focus Cam innovation for its client Ford, which will be the centrepiece of Ford's UEFA Champions Festival stand in Hyde Park from tomorrow.

Fans visiting the stand will be able to stand in front of a long, curving digital camera rig, which is set up with 40 cameras and spans 120 degrees. They will be then asked to recreate some of the best moments in the UEFA Champions League (UCL) – be it a scissor kick, goal celebration, header, or even a fan celebration.

The moment will be captured by multi-angled photograph, with all the cameras taking a shot at the same time. The result is a continuous sequence which shows a fan caught in a moment of time from multiple angles, rather like The Matrix. You can see how it is done and the results in the film below.

It's believed it is the first time this technology has been used in a way the general public can interact with in the UK.

People can then see and share their image on Facebook, Twitter and email their video souvenir to friends, with the help of the hosts carrying on-stand iPads and online.

Timeslice Films supplied Imagination and Ford with the digital camera rig and solutions to create the Focus Cam images.

Ford’s UEFA Champions Festival presence is part of the UCL Champions Festival at Hyde Park, which is open to the public from May 21 to 28.

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Luke Youngman
Luke Youngman  | May 25, 2011
Nice project - but not the first time this kind of technology has been used in a way the general public could interact with it.

A couple of years ago we at Nexus Productions, with director Jim Le Fevre and technical expertise from Chris Breeze and Ian Wright, curated part of a Late at Tate event at Tate Britain focussing on the work of Francis Bacon. We only had the budget for a twelve camera rig - and a stupidly short time to set it up - but the results were impressive (if a little wobbly...) and the audience really enjoyed it.

We quickly processed the images into movies and projected them onto the opposite wall, creating our own moving version of Bacon's famous portraits of Pope Innocent X:

Luke Youngman
Executive Producer, Nexus Productions

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